The Business of Brand Management | Page 10

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Editorials

The city as a brand. (4/6)

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A series of six articles. It must be the dream of every ambitious brand maker: to turn a city into a strong city brand. It is certainly […]

Editorials

What companies and brands should do now.

Walter Brecht Alexander Rauch

Never waste a crisis. Germany is experiencing a significant economic downturn. While CEOs and CFOs are concerned about the future of their companies, some brand managers continue […]

Editorials

The city as a brand. (3/6)

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A series of six articles. It must be the dream of every ambitious brand maker: to turn a city into a strong city brand. It is certainly […]

Editorials

Do Strong Brands Distinguish Themselves Through Clear Value Orientations? Radio Yerevan: "In principle, yes, but…"

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

As brand strategists, we tirelessly repeat that strong brands are characterized by clear value orientations. Most recently, this [...]

Editorials

Dortmund: On the way to becoming Germany's strongest city brand

Johannes Christensen

Dortmund - a city with history, character and a future. But how can all these facets be united in a clear message? A comprehensive branding process was […]

Editorials

"Make America Great Again!"Or: The Brand Strategist as Court Jester?

Prof. Dr. Jürgen Häusler

A Modest Proposal

It exists: an organization that promotes the USA as a brand worldwide. Even now: "Brand USA"(https://www.thebrandusa.com/) is looking for more employees. At least for now. As a public-private partnership, […]

Editorials

"I'm the boss, so what I say goes".

Stumbling blocks of the German brand. The highly interesting article "Politische Polarisierung, Kommunikation und Regelbefolgung" by Matthias Sutter in the FAZ of 21.12.24 inspired me to ask […]

Opinions

"I'm the boss, so what I say goes".

Stumbling blocks of the German brand. The highly interesting article "Politische Polarisierung, Kommunikation und Regelbefolgung" by Matthias Sutter in the FAZ of 21.12.24 inspired me to ask […]

Opinions

The Party Is Over. Where does the Paris city brand stand after the Olympics?

Prof. Dr. Jürgen Häusler

A Modest Proposal

Miracles cannot reasonably be expected from the Olympic Games either. Such wishful thinking is obviously due to the intoxication of the party night: "The success of the […]